Climate change: Awareness campaign aims to
create virtual community of young 'changers'

The public awareness raising campaign on climate
change launched by the European Commission in May 2006 moves into a final stage
tomorrow that will focus on five Member States – Hungary, Poland, the
Czech Republic, Romania and Bulgaria. Launched on World Environment Day, this
third phase of the “You control climate change” campaign aims to
initiate pro-active dialogue on climate change in these five countries, where
national campaigns have not yet been implemented. This stage of the campaign is
centred around television advertising and a competition for young people that
seeks to create a virtual community of ‘Changers’ committed to
reducing greenhouse gas emissions by adapting their daily habits.

European Environment Commissioner Stavros Dimas said: “Young people
have a strong vested interest in helping to bring climate change under control
because they will otherwise have to live with its increasingly severe
consequences over the coming decades. This successful campaign is raising young
people's awareness of the climate change threat and showing them how they can
contribute to fighting it by making 'green' choices in their daily lives."

The final phase of the campaign will be launched through a series of events
in national capitals on 5 and 8 June. These include a 4 km bicycle race around
Bucharest and 'Changer' stands at the Ekofestival 2008 in Prague and at the
Magic Sports Island sports festival on Margaret Island in Hungary. In all
countries it will be possible to exchange plastic bags for a re-usable cotton
bag.

The campaign in the five countries will run until mid 2009 and will comprise
the following main elements:

A TV advertisement showing how simple everyday actions can help to
combat climate change will be broadcast on key youth channels in the five
countries starting this month. It will also be available on the campaign
website. Advertisements encouraging young people to change their habits are also
scheduled to appear in prominent outdoor locations and on public transport.

The “Be a Changer” competition aims to get young people
in the five countries to submit a pledge to adopt new habits and actions to help
reduce greenhouse gas emissions. These actions will be photographed by them and
posted on-line where they can be voted on. Those making pledges and those who
register as their supporters will together form a virtual community of
‘Changers’ sharing their creative ideas on combating climate change
and competing to achieve the best results. At the end of the competition, the
four most popular Changers in each country, along with one supporter from each
country, will win a one-year membership of Earthwatch, the world’s largest
environmental non-profit organisation. Those over 18 will also take part in a
youth environment camp that will teach them the practical tools to make a
difference to the environment; those under 18 will win camera equipment worth
around €1,000. The competition will run until 30 November 2008.

An internet media campaign targeted at youth-focused portals and chat
platforms will drive Internet users to the “Be a Changer”
competition website.

Cost

The final stage of the campaign will cost €1.5 million taking the total
cost of the campaign since it was launched two years ago to almost €6.2
million.